Sky Brand Plan

1771 words 8 pages
BSkyB
(British Sky Broadcasting)
Brand Plan
By
Darrell Burgess
(09189461)

Contents
Executive Summary 3
Market Audit 3 Macro-Environment 3
Micro-Environment 3
Competitors 4
Market Structure and Segmentation 4
Brand Attributes 5
Brand Objectives and Strategy 5
Brand Action Plan 6
Measurement and Control 6
References 8
Appendix A 9

Sky Brand Plan
Executive Summary
BSkyB (British Sky Broadcasting) better known as Sky operate in television broadcasting and telecommunications markets. Formed in 1990 by the merger of Sky Television and British Satellite Broadcasting the company
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They now offer an impressive On Demand service than can rival Love Film and Netflix for the amount of content available most being up to date and current with that week’s shows available to customers. Sky also allow their customers to watch television away from home with their service Sky Go, bettering their competitors with this service.
Brand Objectives and Strategy
Sky should move into the mobile phone and broadband services within the next 5 years this could lower the target market age for the mobile services as well as the television service. This will move the company in line with Virgin Media offering a mobile service, giving the company an added attribute when comparing it with its competitors. Allowing current customers a reduction for the mobile package giving them an incentive to join the mobile service.
The mobile service could work under the current Sky brand or under a sub-brand Sky Mobile, launching the service under a separate name would separate the business from the current Sky services and attract customers solely looking for a mobile operator. Launching the mobile service separately could affect the impact that it could have being part of Sky’s current services.
Sky’s current involvement with British Cycling can be used to market the new mobile service, rebranding their Pro cycling team to Sky Mobile would be a useful marketing

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